PR 660 Chapter Notes - Chapter 9: Strategic Management, Grounded Theory

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Life would be a lot more simple if conflict management was just as simple as following a formula and getting a win-win kind of communication. While we can normally get there, the road to a win-win ending is more complicated than a simple formula. Conflict is dynamic, just as strategic management of conflict in pr is. The stance we take is influenced by the situation we are in. Contingency theory has the perspective of looking at: How one party related to another party through the act of stating their stance to another party at a point in time. You can measure and place this stance on a continuum. On one extreme is advocacy and at another is accommodation. A lot of the time, organizations aren"t at either extreme when arguing their own interests or talking to another party exclusively. Most of the organizations lie in between the continuum and move their position along the continuum as time goes on.

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